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Euro 2028 Shuns Dynamic Pricing, Plans Major Allocation of Lower-Cost Tickets

The FA frames affordability as the guiding principle, with UEFA support for measures that ease fan access.

Overview

  • FA chief executive Mark Bullingham confirmed the tournament will not use demand-based ticket pricing.
  • About half of all seats are set to be offered in Category Three and Fan First tiers aimed at affordability.
  • Organisers are evaluating ways to subsidise travel costs for supporters who secure tickets.
  • The final has been set for a 5pm kickoff to make Sunday travel easier for fans.
  • A detailed pricing schedule is due in late 2027, a stance that contrasts with FIFA's variable pricing for recent and upcoming events.